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Avoiding Dichotomous (Yes / No) Type of Questions in Your Feedback Surveys

How do you interact with customers through surveys? While surveys by themselves seem a good idea to know what a customer wants, it’s not everything. Customers can like the idea that you’re reaching out to them, but nobody wants to be riddled with unnecessary questions that take up their time. But then, they don’t want ‘Yes’ or ‘No’ questions that doesn’t take into account their views as well.

Creating a survey questionnaire can be tricky. Remember, it is this set of questions that will help you determine the positives as well as negatives of your business, helping you work towards achieving a common objective. While some of these questions may be open-ended, you’d have to include questions where respondents are required to choose from a set of options.

However, it has been observed that many business establishments make the mistake of incorporating dichotomous questions (the ones having Yes/No answers). Although they may seem easy to analyze, they defeat the purpose of conducting a survey in the first place.

The problem with Agree / Disagree Questions or Yes / No Questions

These types of questions are very easy to comprehend, but they suffer from critical problems at both users’ and the analytics’ end. These kinds of questions tend to force the consumer or respondent to make a choice between two options, regardless of whether or not they truly agree. It is very likely that the customer would choose the option that doesn’t describe his actual feelings about your product or service.

You eventually end up with incorrect analytic reports. There are several examples how this can occur. Let’s take an example of this question – would you purchase from us again? The answer to this question depends on the mentality of the customer. Also to this, it also depends on the customer’s expectations from your brand.

Your customers can be as different as chalk and cheese. One might think – “I have purchased this one, and it wasn’t a bad experience. I might give it another shot.” He ticks ‘yes’.

Another person registering the feedback might feel – “I have already purchased this one, and the experience wasn’t overwhelming. I would certainly not visit again.” He chooses ‘no’.

In this case, the same question has received two different answers because the customer wasn’t offered an option that rightly described his feelings. It is worth noting that the answer to this question varied depending on the customer’s expectations from the brand and not the quality of service. In other words, your question has been misinterpreted.

Is there any alternative to dichotomous questions?

Dichotomous questions are binding and don’t give customers the opportunity to share their opinions. In the above example, if respondents were provided progressively increasing options such as strongly agree, agree, not sure, disagree and strongly agree, you’d give more options, which would make the feedback precise.

As a matter of fact, analyzing surveys require users to give precise feedbacks. If your ‘feedback form’ questions fail to bring out the true feelings of the customer, then you aren’t succeeding.

It is vital that you follow the survey above tips while designing a feedback form. Don’t be under the false impression that customers don’t care about your business. Your questions as well as the options that you’ve also furnished play a key role in the outcome of the survey.

How many questions should you include on a single screen in a Tablet–Based Survey?

How much is too much? Online surveys are easy to take and your customers might want to give you feedback, but then nobody wants to be faced with a plethora of questions that takes a long time to finish.

While you might feel that the number of questions don’t really matter, experts believe that it has a significant impact on how effective the survey is. In this article, we will look at how the idea of ‘appropriate number of questions per page’ has evolved and changed the face of tablet-based feedback systems and touchscreen tablet surveys.


From web–based surveys to tablet–based surveys

The rules of surveying and collecting feedback have been greatly depending on technological capabilities of the systems being used. In the initial days when web surveys weren’t so common, the strategy was to limit the number of clicks. This meant compression of the survey to a single page. As a result, participants would have to load a single page and submit the survey when they’ve completed answering all the questions.

Over the years, the focus has shifted to scrolling. It is said that more the scrolling, greater are the chances that a respondent would drop out. Moreover, in the era of smartphones, scrolling can prove to be a demanding task. Imagine you being faced with hundred questions about a company, related to different aspects about how it does its business.

While you might answer the first few questions eagerly, you might just scroll down later and mark answers without even reading the questions – this leads to improper analysis of survey data and the inability to know what customers actually need.

The solution to this issue was the evolution of multi–screen surveys. This meant the entire survey would be divided into multiple screens. This could depend on various complex logics, categories, interests or more.

However, having a different number of questions per survey page have been considered misleading by respondents. Users are unsure about the number of question on the next page and choose to exit. A solution to this issue came in the form of single-question-per-screen surveys that have been implemented on tablets. It is advised that you optimize questions depending on the screen size.


How do Single–Question-PerScreen Surveys have an Edge Over Multi–Questions-Per-Screen Surveys?

  • The Progress Bar: This little tool not only gives respondents a sense of accomplishment and achievement but also ensures that the survey is completed. Every time a question is answered, the bar would fill up, giving your survey a sense of swiftness.
  • Demanding Attention: Moving over to a new page is similar to resetting the respondent’s mind. By incorporating one question per page, you’re forcing people to focus on the question. If all your questions are placed on a single page, the respondent would answer while reflecting on the previous questions, which would have a toll on the overall efficiency of the survey. This would eventually lead to survey bias, which doesn’t serve the purpose of conducting a survey.
  • Incorporating Survey Logic: By having just one question per page, you can divide the entire questionnaire into multiple segments without letting the respondent know about it. This would make it easier for you to perform assessments based on various parameters and, therefore, serve your customers better in future.

Zonka Feedback specializes in creating impeccable single–question-per-screen tablet–based surveys as well as multiple-questions-per-screen surveys depending on the needs of the business as well as your objectives. You can create a survey that’s engaging as well as is easy to finish – no more worrying about customers leaving your survey midway!

To get in touch with our team, write to us at hello@zonkafeedback.com.

White Labeling & Branding for Surveys – Importance & Advantages

How do you build on brand loyalty and brand trust? Businesses would answer as customer engagement and customer satisfaction as being the two building blocks to bringing in more sales. For this purpose, companies regularly conduct surveys to understand customer viewpoints. But how do customers know that the surveys actually originate from the company?

For companies, protecting user information and customer details often pose a challenge. Every day, thousands of companies collect sensitive and private information from their customers, employees as well as the general public. It is important that this data is in safe hands. For instance, when taking surveys, respondents share their opinions only when they’re assured that the information they’re giving wouldn’t be misused. Having an ‘Anonymous’ option within your survey may not be a bad idea.

At a time customer loyalty and satisfaction is on focus, most businesses still fail to make the most of these surveys, with a majority of those being unaware of the fact that by customizing your surveys, they can boost your brand image as well.


White labeled surveys – In a nutshell

A white label form is a survey questionnaire that has been customized according to your brand. Instead of highlighting a third-party company, these surveys emphasize on your brand and ensure authenticity. In other words, white label surveys show that a survey form belongs exclusively to a particular brand, thereby leaving absolutely no scope of confusion.

This allows you to customize your survey forms so that they’re in accordance with the guidelines laid down by your organization. Thanks to the inception of third–party feedback management systems, getting a survey white labeled is longer an uphill task.


Why should your company use branded surveys? 

Companies generally opt for a white label survey when they’re looking to save expenses on design and setup. Businesses can register with third-party platforms such as Zonka Feedback that would help them customize the survey with their own branding. Having a branded survey helps companies stand out and also assists in reinforcing communication with their customers. Here are some of the advantages of using white labeled surveys:

  • It eliminates third-party branding: Why should a different brand represent your survey or feedback form? A survey with your brand on it would certainly impart a sense of confidence among respondents and assure them of its authenticity.
  • Boosts response rates: Respondents are more likely to register their feedback when they can identify your brand.
  • Integrates with your corporate identity: Your guidelines pertaining to branding aren’t compromised as you’re in charge of the survey questionnaire and the entire form.
  • Maintains brand consistency: Aids in stronger communication between users and surveyors. It helps to avoid confusion that is a result of brand ambiguity.
  • Simplifies survey design: White label surveys are known to give businesses complete control of their survey form. They can add or remove elements in order to enhance their brand’s identity.


When should you use white labeled surveys?

While branded surveys are very important, there are certain cases where their significance increases manifold. Let’s have a glance at a few scenarios where White label surveys can be put into implementation:

  • To conduct surveys and do market research: A branded survey can come in handy when you wish to do market research, conduct surveys and enable your market research, customer experience and other teams.
  • When you wish to increase response rates: This would certainly act as an impeccable platform that would help in enhancing brand awareness and boosting response rates.
  • Collecting genuine data: The chances of a respondent giving genuine feedback would certainly be more if he is able to recognize your brand.
  • Make data – driven decisions: When you’re new in the highly competitive market and are looking to drive sales by performing adequate market research, surveys, especially white-labelled surveys, can be very useful.


How to get your survey white labeled?

Zonka Feedback offers fully white-labeled surveys and custom branding. If you’re registered with us, you can create surveys with your logo, company branding, color schemes, typography and much more. To know more, you can write to us at hello@zonkafeedback.com.

Understanding Why Customers Give Feedback – Things that customers don’t say

Understanding Why Customers Give Feedback – Things that customers don’t say

“Some things are better left unsaid” – a phrase that is not appropriate for the hospitality industry. As a business owner, it is important that you comprehend the meaning of every action that your customer engages in. What makes your customer take action is something what has happened behind the scenes – perhaps a service not completed or something gone awry.

The real motivation behind customer feedback often goes unnoticed and as a result, business owners fail to take necessary steps to serve their customers better.


Feedback motivation

Feedback motivation is something that acts as a driving force behind successful businesses. If you try to understand a customer’s real intentions for taking out time and offering valuable feedback, you’re more likely to work upon it and improvise on your existing services. This is what customers want to know about feedback.


  1. They really like your service and don’t want to leave Why would anyone bother to help you if they were not interested? When happy customers notice a flaw or feel you could do better, they don’t hesitate in leaving a feedback. A customer that isn’t satisfied with you would take to social media to vent his frustration. Happy customers, on the other hand, prefer to speak with you directly and help you find a potential solution.


  1. They want you to get better The reason your customers are offering you feedback is because he wants you to get better and match up to the ever-rising market standards. This is exactly why he has shown interest in discussing the issue with you and helps you address the problem as soon as possible. An issue that goes unnoticed would lead to significant consequences in the longer run.


  1. They want you to take action “Customer expectations always keep increasing. I don’t care!” –If this is what you think, you are the biggest threat to your own business. Every customer feedback has a purpose and a noble intention. When a customer takes time to give feedback, he expects some kind of assurance that they’ve been heard and that you have a dedicated staff that would pay heed to the feedback.


  1. They wish to stay in the loop Customers like to know what you’ve done with the feedback. As mentioned earlier, customers leave feedback because they care and expect to be acknowledged for doing so. Therefore, it is essential that you keep them in loop and update them on all the latest developments on how you’ve tried to solve the issue. While thanking customers for their valuable feedback is a good gesture, it is important that you take action. In the end, your actions should speak louder than words.


Customer feedback and feedback motivation are two aspects that go hand in hand. Once you’ve received a negative feedback from a customer, it is your responsibility to address it. Customer problem redressal is the first step to gaining customer trust. It’s important that you ensure your customers remain satisfied and give positive reviews about your business.

Web Feedbacks vs Tablet Feedbacks – Which one should you opt for?

Web Feedbacks vs Tablet Feedbacks – Which one should you opt for?

Once upon a time existed a company that didn’t pay attention to customer feedback. Unfortunately, it doesn’t exist anymore.

Where is your organization headed? If you’re in the hospitality industry, you are aware that customer feedbacks have played a pivotal role in the growth of businesses. So, how do you look at feedback? Do you have separate mechanisms in place for different feedbacks? How quickly does the voice of customers reach you? How many customers actually care to express their views? The quicker the feedback, the better can be the critical assessment of whether you’re going in the right direction.

Simplifying the process of collecting feedback means customers don’t find it a tedious job to evaluate your services. Let there be no reminiscence of the stone age – it’s time to take feedback without pen and paper. Web and tablet feedback are the two most common ways through which you can reach out to customers. But, which one should you implement and why? Read on to find out.

Web Feedbacks

Web Feedback Surveys and forms help gauge the general mood of your customers.

A source that customers increasingly look to, web surveys are handy when it comes to recording feedback from customers. Email surveys are often emailed to guests by airlines, online shopping portals, hotels and restaurants, among others.

Advantages of capturing feedbacks through Web Surveys

So, why do companies invest in it? The reasons are logical.

  • It allows customers to give feedback as per their convenience.
  • It is easier to build and roll out surveys.
  • The process is faster and wouldn’t require much man power.
  • It is fairly inexpensive to implement.
  • The process of implementing and collecting feedback isn’t resource – intensive either.

Most often, customers report feedbacks on their own when they experience the extreme emotions of happiness or sadness. Web surveys help to measure everything in between.

Drawbacks of collecting Web feedbacks

A coin has two sides, and this medium of collecting feedback has its fair share of disadvantages.

  • Your customers might either ignore your mails or forget to give their feedback.
  • It isn’t very accurate as customers respond after days or even weeks.
  • There is a high risk of complaints reaching social media or consumer forums.
  • Failure to immediately resolve the issue.

Tablet Feedback

The other popular way is collecting feedback from tablets. With a customer base that’s often mobile and gadget friendly, you might want to tap onto them while they are on-premises. It’s a smart way to engage them and impress them.

When you deploy a feedback management system on-site, the response rate is considerably high. You manage to portray a friendly brand image that cares for its customers, truly interested in improving your services. Regardless of whether you’re taking feedback on Android Tablets or taking feedbacks on iPads, it is important that you ask the right questions that relate directly to your business and ways in which it can be improved.

Also, recording customer feedback on iPads or Android tablets offers an upmarket feel to your business set-up.

What gives tablet surveys an edge over web surveys?

While tablet feedback systems certainly take all the positives from web surveys, they also address the negative aspects with ease.

  • Customers respond in real time and also get personal attention.
  • Higher response rate.
  • Because there is very little time between consumption of service and recording the feedback, the rate of accuracy is pretty high.
  • The issues can be resolved in lesser time.
  • Once you’ve picked the right ecosystem, building surveys is just a matter of a few clicks and taps.

We wouldn’t suggest you to completely obliterate yourself from trying to gather credible web feedbacks. Instead, a two-fold strategy can help you reach more customers and improve on customer satisfaction and brand loyalty.